The EPA launches new anti-litter campaign in Victoria via Icon targeting cigarette butts

December 4 2013, 11:35 am | BY Ricki Green | 1 Comment

summerlitter2014.jpgThe Environment Protection Authority (EPA) has launched its summer anti-litter

campaign via Icon, encouraging Victorians to report litter, after revealing last summer’s crackdown saw nearly $3.5 million fines issued to litter bugs across Victoria.

Coinciding with the campaign launch on Sunday 1 December was the launch of a new mobile site as the EPA renews its push to encourage Victorians to report litter using their smartphones.

VIEW THE VIDEO

VIEW THE CAMPAIGN SITE

EPA CEO John Merritt said the new mobile site made litter reporting easier than ever with

Victorians now able to report litter on the spot using any smartphone, by calling the EPA pollution hotline or online using the EPA website.

Merritt said this year’s “A cleaner Victoria is in your hands” campaign is zeroing in on cigarette butts as Victorians prepare for bushfire season, citing that cigarettes are on average responsible for more than 25 bushfires a year in the State.

Says Merritt: “Nearly 90 per cent of EPA Victoria litter fines are for cigarette butts being thrown from cars, and more than half of the litter collected at roadside collections are butts.”

The media launch attracted statewide coverage across TV news, radio and print, and kicks off the summer campaign, which combines press, digital and radio advertising, activations at selected events across summer and a video of the journey of a cigarette butt to drive awareness.

Creative agency, Icon, is responsible for the 2013/14 summer litter campaign launch and

activations after successfully managing the first “A cleaner Victoria is in your hands” campaign last summer.

Michelle Coffey, icon.pr managing director said the campaign was designed to champion the 3500 new litter reporters that were the result of last year’s campaign and encourage more Victorians to become one of the 50,000 litter reporters.

Says Coffey: “The blend of above the line advertising, online communications and PR is set to motivate and empower Victorians to take action against littering.”

The 2013/14 summer litter campaign will run statewide until the end of March and complements a range of actions the Victorian Government is taking to address littering.